Condé Nast’s Wired joins Snapchat Discover

Wired is making its Snapchat Discover debut, after a deal between Condé Nast properties and Snapchat was signed earlier this year.

“Wired has always been about exploring new media,” said Wired’s site director Jason Tanz. “We’ve even been on Second Life before. Translating Wired content for a new medium is what we’re good at, and we’re excited to do it with Snapchat.”

Snapchat users, who can choose to subscribe to individual Discover channels to get frequent updates, will be able to see both quick, vertical videos relating to Wired’s content alongside 4,000-word longreads the magazine is known for.

“You can’t take your regular content and just copy and paste it into every platform,” said Tanz. “But we’re going to see what people react to and go from there.”

From animations to infographics to videos to full articles, Wired will show its Snapchat readers informative content in an entertaining format.

Even though the traditional Snapchat audience are millennials or younger, its biggest growing base in the U.S. are adults between 45- to 54-years-old. Wired’s content, according to Tanz, appeals to all sides of the age spectrum, as “our topics are naturally of interest to a younger audience who cares about the future and about building that future.”

Read Adweek’s full article here

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